All about perspective… If I was the brewery I’d sponsor the “big chill” and donate a portion of profits to MND research. And I’d be very public about engaging Horne Francis encouraging him to slide for the cause (in a north jumper) and promote the beer sales for the cause. Easy way to take pressure off himself and change the public’s perception. But no that’d be a bit too smart!They said they can’t sell it but buying other beer at twice the price and getting a freebie of ice bath lager could work